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The Chicago Sun-Times is the latest big-city newspaper to launch a circulation-building promotion.
The paper launched a six-week game called Scratch2Win, with cash prizes as high as $25,000. Game cards will be included in Wednesday editions between yesterday (April 9) and May 20. Winning numbers are published daily in the paper and online.
This is the first time in more than a decade that a Chicago paper has rolled out a circ-building promo, Editor & Publisher points out. In February, the Sun-Times targeted advertisers with a campaign that claimed it was the “best-read daily inside the Chicago city limits.”
The campaign comes at a time when newspapers are struggling for readership and advertisers, as both migrate more and more to the web. Many newspapers have implemented marketing campaigns in recent years to increase subscriptions or to attract advertisers. But as newsprint costs and other costs associated with print publications rise, more than one newspaper - like the Dallas Morning News - has not only allowed the migration but encouraged it.
“It’s a rational business decision of newspapers focusing on quality circulation rather than quantity,” according to Colby Atwood, president of media research firm Borrell Associates. Those newspapers have decided to shed the subscribers who cost more and generate less revenue, he says.
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